BITB -- Digitally Integrated Planning


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Mark Hayden's presentation for agencyside's "Back in the Black" training for agency account teams.

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  • Introduction. Who am I? Where I have been? Why should you listen to me?
  • Introduction. Who am I? Where I have been? Why should you listen to me?
  • Integration is critical because the landscape is changing drastically. Consumers are smarter than ever and are experts in cutting through the clutter. Hitting them in unique, cohesive ways across all channels will allow your messaging to resonate much well.   In support of digital Facebook is nearing 700 million users, Twitter gets nearly 130 million unique views each month and YouTube is reporting 200 million views on mobile alone. Yet these three digital channels are still not being used to their full potential and in many cases not at all.   A companies website is the hub of many sales. Yet few are concerned with the messaging, how that messaging relates to campaigns and the overall user experience of a consumer when you bridge off and online medias.   As a result your ROI will never look so good and your clients will be hooked
  • Introduction. Who am I? Where I have been? Why should you listen to me?
  • Historically advertising revolved around one-way communication. Print ads, broadcast, outdoor, and even web have done the job to convert consumers. However, rarely did all of these channels work together, aside from a simple “visit us online” link.   With unique URL’s, 1800 numbers, and traditional analytics we have been able to show clients conversion metrics to keep them happy. The reality we live in today is that this is no longer a differentiator. Every agency can provide those services and in many cases our competitors can provide so much more. It is time our campaigns follow a dynamic strategy, which interlinks old methods with new methods to provide users with a seamless user experience.  
  • Introduction. Who am I? Where I have been? Why should you listen to me?
  • As we look at integration 3 primary keys will come into play.   The first is to simply listen to your consumers. There are multiple tools on the market to use the social space for a real time understanding of their needs and wants. Past data tells a story as well. From that we can understand what they want, where they are, and determine the best strategy to communicate the new messaging to them.   The second is to look at the message for each channel. The strategy of the messaging should be cohesive but the content should not be repeated. An email should not contain the same copy as a landing page, banner ad, website, or radio spot. They all need to work together and talk to the target audience. Likewise other content can play a supporting role. For instance a direct mail stating that a pizza companies differentiator is their quality might be supported by a blog that features the steps they take to ensure quality.   Third is technology in general. Without understanding what is out there and possible it is impossible to create a strategy at all.  
  • The entry of 2-way conversations gives new life to old campaigns. With social media and more accurate reporting metrics we can get instant campaign feedback and operate in a more nimble matter. Ultimately bringing our clients a better product.   Likewise the newest emerging technologies allow for a level of integration and support that has been impossible until now. Mobile, retargeting, QR, and the Open Graph will all be touched on to introduce these possibilities.
  • User experience has long been a focus of a sound digital strategy but rarely has it been mentioned in an offline sense. Yet it is every bit as important. Here we will focus on how today’s integrated digital strategy also employs a sound UX both offline and on.
  • Introduction. Who am I? Where I have been? Why should you listen to me?
  • So your on board, that’ s great, but where do you start? First is understanding that integration is not something you can just do. It is not a process that you implement. It is a mindset, a part of ones culture, and something that will drive the strategy of each and every campaign.   An agency, in my opinion, can not say that they are integrated until your media team thinks like the interactive team and your analytics team thinks about the creative team. A truly integrated agency will take a look at the target, the data, and the overall strategy before even touching the tactics of a campaign.
  • Silos are an integration killer. Agency models must focus on breaking down these silos. In many cases a silo will consist of sub silos. For instance digital might have silos for SEO, Social Media and development. Each of those specialties is critical to planning an integrated campaign. It is simple if you operate as separate internal businesses you will never be on the same page.
  • Strong integrated strategy is driven from a sense of collaboration and empowerment from team members. Nobody should be afraid to share an idea no matter how crazy it may seem. Likewise if you can use every single member of you team to their fullest potential the possibilities are endless.   Rigorous debate is the term our President uses often and in my opinion it is one of the main reasons we have been able to experience true integration. Rigorous debate simply means that everything is open to debate. If there is logical reasoning behind the challenge that voice needs to be heard. This debate is what pokes holes in even the best strategies. A great method that I have found to be key in this mindset is Forrester's P.O.S.T. methodology.  
  • Likewise keeping an eye on the competition, regardless of who it is, can be critical. After all who better to learn from than your peers.  
  • Even though most agency leaders will advertise the fact that they are integrated many are not truly integrated. Remember integration is more than having multiple departments and specialties. It is taking those offerings to a new level and having the entire team think as one unit, one mind. The bad news is agencies have to act now. If you have not taken steps to get integrated and offer a wider range of products you are missing the boat. The longer we wait to get on board with this trend in marketing the more likely we are to fall so far behind that we can’t come back.
  • The account services team holds many of the cards. You are the first line of defense with clients, you hear their pains, and you know their business. It is up to you to break down the silos and get the entire team working together.   Continue to push education for yourself and the team. Be proactive and bring seemingly impossible problems to your team. If you are able to solve these problems it will without a doubt build a stronger business for your client and set you both up for continued success.   However, if you do not make the effort to collaborate and bring the brain trust together you will be forced to watch your competition steal the spotlight.
  • Introduction. Who am I? Where I have been? Why should you listen to me?
  • A few examples of some great integrated campaigns. Hopefully this will spark some ideas and more importantly show how the obvious is sometimes the best integration.
  • Contact Info…tweet me!
  • BITB -- Digitally Integrated Planning

    1. 1. Get Integrated: Digital Mark Hayden Back in the Black: April 28 – 29, 2011
    2. 2. Why?
    3. 3. Demand • Flexibility • Value
    4. 4. What Used to Work
    5. 5. Traditional Approach
    6. 6. What Works
    7. 7. Integrated Approach
    8. 8. Listen
    9. 9. UX • Content • Technology
    10. 10. Getting Started
    11. 11. <ul><ul><li>It Is Not Just a Process </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><ul><li>Creative <--> Analytics </li></ul></ul></ul><ul><ul><ul><li>Media <--> Interactive </li></ul></ul></ul><ul><ul><ul><li>Account Services <--> Everything </li></ul></ul></ul>Getting Started
    12. 12. Silos = Bad
    13. 13. Collaborate • Empower • Debate
    14. 14. Keep Your Eyes Open
    15. 15. The Good News
    16. 16. You Have the Power
    17. 17. Examples
    18. 18. <ul><ul><li>Start a Social Conversation Offline Old Spice, Digital Billboard Tweets, Contests </li></ul></ul><ul><ul><li>Retarget Your Consumers AdWords, Fetchback, Etc. </li></ul></ul><ul><ul><li>Drive Traffic to/from Facebook Open Graph, Go Where Consumers Are, Digital ID </li></ul></ul><ul><ul><li>Integrate Mobile Greys Anatomy,, Mobile Web </li></ul></ul><ul><ul><li>Empower Your Consumer They Will Drive the Conversation </li></ul></ul>
    19. 19. <ul><li>Mark Hayden </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @markhayden | LinkedIn: markjhayden </li></ul><ul><li>Resources </li></ul><ul><li>Each Other </li></ul><ul><li>Agency Blogs </li></ul><ul><li>Mashable </li></ul><ul><li>Techcrunch </li></ul><ul><li>Ad Age </li></ul><ul><li>Website Magazine </li></ul>